According to Ministerial Ordinance No 034 of 2004, San Gil, the tourist capital of Santander, has been undergoing significant socio-economic development since this designation and, therefore, the entire territory that influences it. Operators in the tourism sector and the various municipal administrations, together with the Academy, have recognised the need to design a regional brand that will make it possible to maintain sustained growth in the region, so that the welfare generated by the population is directly linked to the planning of the municipality’s infrastructure, based on its needs and a cross-cutting axis, tourism, which currently shows the following figures: 1,8 trillion pesos will bring tourism to Santander over the next three years; approximately 650.000 tourists visited it between 2013 and 2014. Taking into account the above figures, the need to propose a territory for San Gil has been identified. The project is part of UNISANGIL’s entrepreneurial and marketing research line, and its results are expected to enhance knowledge in the particular area of territorial marketing and complement the reference framework for extension in the area of site marketing and use, as in the case of the brand generation for San Gil (Colombia). The purpose of the project was set out in two main aspects: 1. Determine the perceptions of San Gil tour operators on the image of the tourism service. 2. Propose a territory mark for this municipality, which is justified by local conditions, such as: (a) the lack of a communication plan for the image of the destination; (b) Departmental Ordinance 034 of 2004, where San Gil is appointed as the tourist capital of the department of Santander; c). San Gil has no region brand. In order to achieve the proposed results, qualitative research of an exploratory and descriptive nature, based on aspects such as the perception of the attributes of the region by interest groups, was necessary, using primary information sources.